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User motivation for broadband: A rural Danish study

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  • Peronard, Jean-Paul
  • Just, Flemming

Abstract

The diffusion of broadband has gained much research attention, in particular in relation to the urbanârural divide. However, research has focused primarily on the supply side of broadband roll-out, while the demand side has been somewhat neglected. This article illustrates the complexity of broadband adoption and argues that a rural adoption approach needs to draw on existing social meaning systems. By focusing on the user motivation for broadband, this article presents findings from a qualitative study of rural residents. Means-end theory was used as a framework for understanding these motives. Furthermore, the article adapts the FCB grid as a tool for both public and private providers of broadband to examine effective rural promotion strategy.

Suggested Citation

  • Peronard, Jean-Paul & Just, Flemming, 2011. "User motivation for broadband: A rural Danish study," Telecommunications Policy, Elsevier, vol. 35(8), pages 691-701, September.
    • Handle: RePEc:eee:telpol:v:35:y:2011:i:8:p:691-701
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    Citations

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    Cited by:

    1. Rendon Schneir, Juan & Xiong, Yupeng, 2016. "A cost study of fixed broadband access networks for rural areas," Telecommunications Policy, Elsevier, vol. 40(8), pages 755-773.
    2. Carolina Pontones-Rosa & Rosario Perez-Morote & Montserrat Nunez-Chicharro & Inmaculada Alonso-Carrillo, 2023. "E-government in Depopulated Rural Areas. An Approach to the Reality of Spanish Municipalities," Population Research and Policy Review, Springer;Southern Demographic Association (SDA), vol. 42(4), pages 1-34, August.
    3. Manlove, Jacob & Whitacre, Brian, 2019. "An evaluation of the Connected Nation broadband adoption program," Telecommunications Policy, Elsevier, vol. 43(7), pages 1-1.

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